By  on May 24, 2007

LONDON — Coty Inc. plans to crank up the heat for its Davidoff Cool Water fragrance franchise this summer, when an advertising campaign featuring actor Josh Holloway hits screens and magazines.

Holloway, who plays caustic castaway James "Sawyer" Ford on the TV show "Lost," will star in ads for Davidoff's Cool Water men's fragrance worldwide, except for North America. Single- and double-page print ads, plus TV spots featuring the actor, will bow in Europe in July. (In the U.S., Cool Water is fronted by surfer Laird Hamilton.)

Photographer Michel Comte shot the campaign with Holloway in Hawaii, where the actor currently lives and films "Lost." In line with the fragrance's water-oriented concept, Holloway is depicted with an oceanic backdrop.

"It's something I can believe in," said Holloway of the scent's story. "It's simple, it's masculine and is associated with water and the vitality of life.

"The water in Hawaii is phenomenal; on a daily basis, it can bring tears to your eyes with its clarity and color," he added, noting he takes advantage of being seaside by fishing. "I have huge respect for the ocean."

For Coty's part, the actor's overt masculinity made Holloway an obvious choice for the brand, according to Francoise Mariez, senior vice president international European marketing licenses, Coty Prestige (a division of Coty).

"We were looking for a real man," she said, adding Cool Water embodies masculinity, sensuality and freshness. "[Holloway] is real, he's simple and self confident."

To wit, while Holloway, a former model, may now be the face of a fragrance, he hasn't become a beauty buff.

"My wife keeps me in line and [looking] acceptable in public," he quipped, adding he uses her products rather than plumbing for his own beauty regime. "Vanity is unattractive."

He did concede, however, that he's been sporting Cool Water after taking a hiatus from fragrance for some years.

"My wife's got a crush on me again," he said, smiling. Holloway added he'd be open to working on his own line of products, if the opportunity arose."But it would probably not be as elegant as Cool Water," he joked. "It'd be more like Man Juice."

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